When Changing a Button Gets You $300 Million

It was in the middle of a brainstorm with Vigeant and LD that we debated on the optimal process in the management of forms, in particular the information that we should request from a client during his first request for content, and also on the type of content requested. That's when Vigeant came along, like Zorro, with this information worth $300 million .   

In short, this e-commerce site had an already fairly simple form: email and password fields; the login and register buttons as well as the forgotten password link. New customers had to go through the usual check-out process in order to complete their order.

Believing the process could be improved, they conducted usability testing. The conclusion: new and old customers were not satisfied.

• New customers only want to buy, they don't want to give out their information and risk being overwhelmed by their promotional offers.
• New customers are frustrated with wrong email password combinations
• Old customers no longer remember their information, so they try different combinations without success, and decide to ask for a password reminder.

SOME TROUBLING FINDINGS:

• 45% of customers registered in the DB had more than one account
• Of the 160,000 daily password reminder requests, 75% did not complete their order.

The solution:  Change the wording of the "register" button to the word "continue". They attached a short text:

“You do not need to create an account to make purchases on our site. Simply click Continue to proceed to checkout. To make your future purchases even faster, you can create an account during checkout. " 

The result:  an increase of $300 million for the 1st year.

MY FINDINGS

This illustrates how the customer relationship is dotted with moments of truth and how small changes can generate significant results. I believe that the approach must be done gradually at each stage of the customer's buying cycle. Asking him too much information right away puts him off and slows down his desire to buy. The accompaniment as demonstrated by the example centers the offer on the fears of the customer and finds the means to reassure them. It's not because your CRM offers lots of fields to fill in that you have to listen to it and copy them all into a form. You can do this, but gradually as the relationship builds. In fact, in the example, people are doing the same task, only the words change. Don't forget that a word, a sentence can reassure or frustrate a new client.